Mexican avocado exports to the US are projected to break the 1bn pound mark (just under 454,000 tonnes) during the 2012/13 season, according to the Avocado Producers and Exporting Packers Association of Mexico (Apeam).
The new forecast comes on the back of a 12 per cent increase for estimated exports during the April to June period, Apeam said in a press release.
If achieved, the result would mark a significant increase on the 782m lbs, or around 355,000 tonnes, of avocados shipped to the US from Mexico last season.
This year’s bumper supply will enable US retailers and foodservice operators to continue to actively promote the fruit and drive growth, Apeam said.
“Avocados from Mexico has been fuelling strong, steady demand with promotable volumes of quality fruit and powerful marketing initiatives,” explained marketing director, Eduardo Serena.
“As the category leader, we are committed to providing the market with consistent, reliable volume to grow on.”
According to a Cooper Roberts market study, 60 per cent of US consumers claim to purchase avocados from Mexico – the highest-ever recorded figure to date, with awareness riding at 65 per cent.
Apeam said weekly purchases climbed from 10 per cent last year to 29 per cent this year; while usage also continues to expand.
To further build consumer awareness, Apeam is kicking off an integrated marketing campaign in partnership with celebrity chef Rick Bayless.
Activities will include recipes, point-of-sale signage, consumer sweepstakes, extensive media outreach and robust social media engagement via the organisation’s website.
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